MAM

Iss Cricket World Cup Mei Tension Se Baal Safed? Godrej Expert Rich Crème Hair Colour Thinks Otherwise

Unveil digital films exploring the tension of the cricket matches and the greying hair problem

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/11/godrej.jpg?itok=FopM9Zzf

MUMBAI: Cricket World Cup 2019, the biggest global cricketing event, is finally here. Cricket-crazy people in India are all set to take the world cup fever to another level with hopes from team India winning the global recognition once again. With this frenzy, comes the palpable tension as India gears up to face the strongest teams of the tournament. Building on this realistic insight, Godrej Expert Rich Crème Hair Colour from Godrej Consumer Products Ltd, unveiled two interesting digital films with a fun take on the stress levels of high voltage cricket matches and the problem of greying hair. The brand aims to build awareness of the crème hair colour range with contextual messaging through these films.

Conceptualized by Creativeland Asia and Godrej Expert brands’ team, Godrej Expert Rich Crème Hair Colour digital films are quirky and dwells on the popular saying ‘stress will make your hair turn grey’. The digital films feature a couple and group of friends watching India’s face off with the strongest cricket teams. They all are completely engrossed in the matches and look extremely tensed. As the match progresses, the tension mounts with each passing moment. We see a close-up of their faces, and strands of their hair begin to turn grey. Suddenly, there is a voice-over, (almost like the voice of God) saying, Tension se baal safed?” to which the people nod sheepishly and Godrej Expert Rich Crème Hair Colour pack appear on the screen, colours their hair shiny black with a swift upward swipe. Starting this June, Godrej Expert Rich Crème Hair Colour will stream the digital films on multiple platforms throughout the world cup season.

Commenting on the new digital films, Mr. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd, said, “Cricket is the most sought after sport in India. Global cricketing tournaments like the world cup always score high in terms of viewership and engagement. Be it on television or digital platforms, viewers of cricket are everywhere and Godrej Expert Rich Crème has found an interesting and contextual way to link this cricket fever to its hair colours. We have conceptualized these films specially catering to people on digital and OTT platforms. Through contextual films, we aim to increase category penetration by driving relevance for crème based hair colour.”

Speaking on the new digital films, Mr. Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “The intent was to leverage the massive reach that OTT platforms get in a mega event like the cricket world cup. The brief given to us was to find a fun and light hearted way to link an otherwise fairly serious category of hair colours to cricket. The creative route cashes in on popular belief that tension leads to grey hair. We have tried to keep the route very quirky and build brand salience.”

Unlike other crème hair colours that contain ammonia, Godrej Expert Rich Crème Hair Colour has milder colouring ingredients. It contains an aloe vera and milk protein formula that condition your hair while colouring. Godrej Expert Rich Crème Hair Colour currently have five beautiful shades available. They are Natural Black, Black Brown, Dark Brown, Natural Brown and Burgundy.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/rebock.jpg?itok=oB8WxVy3
Reebok, 22feet Tribal take classic creative steps

NEW DELHI: How do you create excitement around a classic shoe? Well you could take a page out of sportswear  company Reebok India. Well, you work with your agency – in this case 22Feet Tribal – and create a competition, invite artists to give their modern day interpretation of it

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/dettol.jpg?itok=fD2fDv-C
Dettol partners Govt of Manipur to launch programme for adolescents

IMPHAL: RB, under its flagship Dettol ‘Banega Swasth India’ in partnership with Primus Partners has launched a unique life skills program for kids, 'Birds and Bees Talk' (BBT). The curriculum was launched for children between the ages of 10-to-19 in Manipur in the presence of chief minister N....

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/havas.jpg?itok=a2xhj3q3
Langoor Havas bags digital transformation mandate for Organic Tattva

NEW DELHI:  Langoor Havas a digital agency made of creative technologists has won the digital transformation mandate for the Organic Tattva Group, a leading brand offering organic food.   Organic Tattva is India's largest organic brand and has grown on the principles of health, ecology, and care....

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/asci.jpg?itok=DCtqUXBu
ASCI upheld complaints against 257 misleading ads in June & July

MUMBAI: In the months of June and July 2020, the Advertising Standards Council of India (Asci) investigated complaints against 363 advertisements, of which 76 were promptly withdrawn by advertisers. The independent Consumer Complaints Council (CCC) of Asci evaluated the remaining 287 advertisements...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/tata-dentsu.jpg?itok=8_7rz_ZT
Tata Motors, dentsu Play targets premium subscribing OTT audiences

NEW DELHI: The rising trend of cord cutters and streaming surpassing cables, in many economies, has brought with it a new challenge for the advertising sector – that of reaching the audience behind the OTT paywall. With the changing audience behavior and a dramatic increment in over-the-top (OTT)...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/honda.jpg?itok=bn-qG7aI
Honda Roars into the Mid-Size Motorcycle Segment Premieres Global Unveiling of Massive, Advanced & Comfortable HIGHNESS - CB350

Making a grand entry in the mid-size 350-500cc motorcycle segment, Honda Motorcycle & Scooter India Pvt. Ltd. today announced its global unveiling of the brand new H’ness - CB350. Built with 9 new patent applications, H’ness - CB350 is the 3rd BSVI model in the Honda’s BigWing portfolio – its...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/paytm.jpg?itok=zY4wp5Dr
Paytm Insider showcases ‘The Colour of Loss’, a play by Mohit Takalkar on its theatre IP - Front & Centre

“The Colour of Loss” directed by Mohit Takalkar and translated by Deborah Smith is ready to premiere with Front & Centre, Paytm Insider’s theatre initiative. Front & Centre aims to bring home the taste of theatre through digital experiences. The story highlights a complex mixture of pain,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/30/ecommerce.jpg?itok=_VbI9cM0
Revolutionising ecommerce: How technology is stepping up in the game

NEW DELHI: Ecommerce businesses are having a field time, reaping the benefits of an otherwise massive calamity. More and more people are getting online for shopping everything from grocery to apparel, to automobile, to precious jewellery resulting in a massive jump in their numbers. However, it has...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/bhafat.jpg?itok=fr6B5TU9
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required